The trades are changing and those who fail to adapt will get left behind. But how do you modernize a family business while keeping its legacy intact? That’s exactly what Crystal Williams did and now, she’s helping others do the same.
Growing up in a family-run HVAC and plumbing company in Texas, Crystal witnessed both the strengths and struggles of the industry. She saw firsthand the resistance to change, the fear of investing in marketing, and the challenge of building a winning culture. But instead of accepting “the way it’s always been,” she pushed forward. Now, as the Founder and Creative Strategist at Lemon Seed Marketing, she specializes in helping trades businesses build strong brands that attract both customers and employees.
Investing in Branding: A Risk Worth Taking
Would you be willing to spend nearly 10% of your revenue on marketing? That’s exactly what Crystal’s father did – at a time when most trades businesses were barely advertising at all. The result? Explosive growth and a recognizable brand that set them apart from the competition.
But branding isn’t just about logos and slogans. It’s about culture.
Culture Shifts Are Hard But Necessary
When Crystal returned to the family business, her goal was clear: fix employee retention, improve recruitment, and unify the company’s culture. That meant making some hard decisions – like letting go of employees who didn’t align with the company’s future vision.
If you’re serious about growth, you have to be willing to make the tough calls. Most business owners delay these decisions out of fear. But once you remove the negative influences, your team will rally behind the vision.
The Hidden Workforce in the Trades
One of the biggest challenges in the trades today? Hiring. But while many business owners complain about a lack of talent, they’re missing a major opportunity: women in the trades.
Crystal emphasizes that women often excel in customer service, sales, and technical roles – yet many employers hesitate to hire them due to outdated perceptions. Women can and do thrive in the trades. And they often bring a level of customer connection and communication that can significantly boost business.
Want to Learn More?
Crystal shares even more insights on branding, leadership, and growth in the trades in this episode of Titans of the Trades. Tune in to hear:
- How to shift your mindset from scarcity to growth.
- Why firing toxic employees is sometimes the best decision you can make.
- Actionable steps to build a brand that attracts both customers and top talent.
Connect With Crystal
Website: https://www.lemonseedmarketing.com/
LinkedIn: https://www.linkedin.com/in/crystal-williams-35835b114/
Mention this episode for $500 off an audit from Lemon Seed Marketing!
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